Fever/pain and cold/flu are among top OTCs researched and used for child’s health/wellness issues
It’s hard to believe but cold/flu season is here, and many marketers may still be asking themselves a key question: What is the best way to reach soon-to-be and new moms?
The RLA Collective Mom-Shop Report, A National Survey of Pregnant and New Moms’ Shopping Behavior conducted with Persuadable Research, found that nearly half of pregnant women research cold/flu products and three quarters research fever/pain/teething products.
- Among respondents, 62% used OTCs for child’s fever/pain and 42% used cold/flu OTCs; these categories were only surpassed by diaper rash use of OTCs at 68%
- For fever/pain, use of OTCs was highest among 1st time moms with a child 1-2 years old (72%)
- Surprisingly, just a little more than one quarter (26%) of first time new moms with a child 0-1 years consulted with a pediatrician or nurse for fever/pain vs nearly half (47%) used an OTC baby medicine/product
- Use of OTCs for fever/pain was higher than consulting an HCP for all ages and ethnicities (other than Asian Americans)
Want to learn more about this key millennial audience for OTC categories? Download the full reports here for the answer.